Lexus design has never been very flashy, and many might say (including us) the automaker's entire current lineup is a bit bland-looking (LFA supercar excepted, natch). But that visual conservatism may be about to change: Automotive News is reporting that the Japanese juggernaut plans to change that by taking more risks and striving for more character.

Perhaps Lexus was none too happy with the open-handed slap Infiniti dealt it in the luxury-hybrid-sports sedan war. Sure, those two are the only ones playing that game, but if you're in the fight you want to win it, right? Lexus is certainly not going quietly in this battle, and the Japanese automaker plans to bring a new weapon to the 2011 Frankfurt Motor Show.

We've endured the teasers, seen the leaks and even driven a prototype, and now the wraps officially come off. This is the 2013 Lexus GS 350, the automaker's latest bid to create a driver-focused mid-sizer aimed at the hearts, minds and wallets of would-be 5 Series and E-Class buyers. It might be a tough sell, but it's a compelling case on paper, even if the styling leaves us wanting.